Council Launches Several Initiatives to Advance the Blueberry Industry in 2023
As 2022 comes to a close, the U.S. Highbush Blueberry Council (USHBC) is preparing to launch a number of promotion programs to help ensure a successful 2023 for the blueberry industry!
Elevated Retail Program for 2023
In 2023, USHBC’s Grab A Boost Of Blue® campaign will be elevated to a fully integrated branded consumer, retail, and noncommercial foodservice campaign. Based on recent consumer research, the Grab A Boost Of Blue® brand is really resonating.
Last summer’s Consumer Usage & Attitude Study positioned the Grab A Boost Of Blue® brand in front of 1,500 consumers who found the brand logo 77%-88% “highly relevant” to them and 73%-86% “inspiring,” respectively. Encouraged by this response and to build on recent success, USHBC plans to further invest in Grab A Boost Of Blue® messaging and promotion, and continue to grow the number of Grab A Boost Of Blue® licensees.
Retail activations
At retail, USHBC will be expanding on last summer’s seven successful retailer activations (Harp’s, Arizona; Weis, New Jersey; Food City, Tennessee; United, Texas; Albertsons/Safeway, Oregon; Rouses, Louisiana; and SpartanNash, Michigan) to 25 retailers in 2023.
The outcome and strength of the Grab A Boost Of Blue® call to action was clearly evident thanks to in-store, point-of-sale signage, printed and online store weekly circulars, retailer
e-commerce and in-store radio messaging (in one case), which lifted sales volume significantly as compared to retailers that didn’t participate in the promotions. Average sales units for participating retailers were up 12.5 points over nonparticipating retailers.
And, when participating retailers implemented a display contest in conjunction with print and online advertising (five retailers executed contests), the point spread of average units sales jumped to 25.8 points.
Rouses Circular Rouses Instore Ironman Poster SpartanNash Circular
For frozen, USHBC will be piloting a blueberry promotion with six retailers for the first time ever in 2023.
2023 power periods
To help encourage industry engagement and alignment of marketing efforts, the 2023 USHBC retail program will focus on “power periods” – focused time periods with specific blueberry messages that retailers and their dietitians can leverage with their clients.
In the new year, all power periods will include impressive national partners that will be highly engaged and invited to join our growing “Super Fan” base. Collaborations include:
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A Healthy Heart Month partnership with the American Heart Association, and a May 18 walk in New York
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A “Boost Your Workout” partnership with Lifetime Fitness in March and April
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A Gut Health Month partnership with WebMed’s Medscape Health Professional platform in May
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A recipe contest featuring celebrity judges for National Blueberry Month in July
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A back-to-school promotion targeting households with young families
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A holiday promotion with Hallmark
The Blueberry Convention
Registration for The Blueberry Convention, Feb. 21-24 in San Diego, is now open!
You’ll want to be there as the blueberry industry gathers to collaborate, learn and connect around all the inspiring possibilities for blueberries.
Hear from inspiring keynotes, learn what’s new and what’s next for the industry, and participate in the first ever Grab a Boost of Blue Golf Tournament.
